Hyundai Boulder Concept Unveiled as Ford Bronco and Jeep Wrangler Rival

Hyundai has introduced the Boulder Concept at the New York Auto Show, previewing its first body-on-frame SUV for the US market. This marks a significant shift for Hyundai, which has primarily produced monocoque passenger vehicles. The Boulder Concept signals Hyundai's intent to compete directly with established American off-road models like the Ford Bronco and Jeep Wrangler.

Key Highlights

• Hyundai Boulder Concept debuts as a body-on-frame SUV at New York Auto Show
• Concept features 37 inch tires, split headlights, and a 12 hole grille with LED lighting
• Interior includes four mini displays, vintage inspired design, and dual tone leatherette seats
• Production pickup and SUV based on Boulder platform planned for US launch in 2030
• Hyundai will develop and produce these vehicles entirely in the United States

Design and Key Features

The Hyundai Boulder Concept stands out with its unique design, though it draws visual cues from the Ford Bronco and Jeep Wrangler. The Boulder features the brand’s ‘Art of Steel’ design language, giving it a distinctive and robust appearance among boxy off-roaders.

Key exterior features include vertically-stacked, split headlights and a 12-hole grille with integrated LED lighting. The concept rides on large 37-inch tires that extend beyond the wide fenders, enhancing its off-road presence. Additional features include rear suicide doors, a power drop-down rear window, and a dual-hinged side-opening tailgate. The vehicle also offers a dedicated roof rack with versatile storage and safari-style roof windows for expansive views.

Interior and Technology

Inside, the Boulder Concept combines vintage aesthetics with modern technology. Instead of a single large touchscreen, it uses four mini displays for essential functions. The interior also features a neo-retro steering wheel, ambient lighting, a multi-layered dashboard with storage spaces, and a large gear selector.

The cabin includes dual-tone leatherette seats and a full-width display on the lower windscreen. Practicality is emphasized through the use of physical buttons and knobs, and an elevated center console separates the driver and passenger areas.

Production Plans and Market Position

Hyundai plans to launch a pickup based on the Boulder Concept’s ladder-frame platform in 2030, followed by an SUV version. The company will develop, design, engineer, and produce these vehicles entirely in the United States. All steel used in these models will be sourced locally, aiming to appeal to American consumers and address tariff-related concerns.

The upcoming Hyundai ladder-frame pickup will compete with the Toyota Tacoma, Ford Ranger, and Chevrolet Colorado. The Boulder-based SUV will challenge established models such as the Ford Bronco, Jeep Wrangler, and Toyota 4Runner.